Hiland Dairy Takes a Fresh Approach With Its Holiday Campaign

Hiland Dairy

Make It a Hiland Holiday

Hiland Dairy ran a holiday cookie contest for several years. For the 2016 holiday season, Envoy decided to try something different to get consumers excited about Hiland products: an integrated digital campaign.

The Objectives

To meet these objectives, Envoy developed a consumer contest and engagement campaign, called "Make It a Hiland Holiday," designed to remind consumers of all the ways to incorporate Hiland products in their holiday meals.

Increase sales by 10 percent over the same period the previous year

Increase website sessions by five percent over the same period the previous year

The Solution

Envoy developed the "Make It a Hiland Holiday" campaign, which employed social media, digital media, HilandDairy.com, TheHilandHome.com (Hiland's blog), an FSI and e-newsletters to promote Hiland Dairy products as the best option for holiday cooking and baking ingredients. A partnership with Food Network allowed Hiland to run branded spots in all markets to promote the campaign.

In addition, a holiday-themed giveaway boosted Hiland's brand awareness, and a holiday landing page on the Hiland website promoted the giveaway and featured holiday recipes.

The Results

The "Make It a Hiland Holiday" campaign more than met its stated goals, and the company experienced noticeable sales growth. In addition, the campaign achieved the following:

Increased website sessions 6% over the same period the previous year.

Grew Hiland's e-newsletter database by 14% (over promo period)

Digital media delivered more than 16 million impressions to the target market

Generated media/influencer reach totaling 4.7 Million with the "Make It a Hiland Holiday" message.

Grew Hiland's e-newsletter database by

Digital media delivered more than16 million impressions to the target market.

Generated media/influencer reach totaling 4.7 Million with the "Make It a Hiland Holiday" message.

The campaign brought in 3,250 giveaway entries, exceeding the goal by 250 entries, and generated digital media impressions totaling 12.25 million with the "Make It a Hiland Holiday" message.

The "Make It a Hiland Holiday" campaign proved a success for Hiland Dairy, achieving all of the company's objectives. In addition, consumers responded well to the campaign's engagement elements and fresh message.

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